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    ADVERTISING

    For content guidelineson the use of advertising in Wikipedia articles, see Wikipedia:Spam.

    For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements.

    A Coca-Colaad from the 1890s

    Advertisingis a form of communication used to influence individuals to purchase products orservices or support political candidates or ideas. Frequently it communicates a message thatincludes the name of the product or service and how that product or service could potentially

    enefit the consumer. Advertising often attempts to persuade potential customers to purchaseor to consume a particularrandof product or service. !odern advertising developed with therise of mass production in the late 19th and early "0th centuries. #1$

    Commercial advertisers often see% to generate increased consumption of their products or

    services through randing& which involves the repetition of an image or product name in aneffort to associate related qualities with therandin the minds of consumers. 'ifferent typesof media can e used to deliver these messages& including traditional media such asnewspapers& maga(ines& television& radio& illoards or direct mail. Advertising may e placed

    y anadvertising agencyon ehalf of a company or other organi(ation.

    )rgani(ations that spend money on advertising promoting items other than a consumerproduct or service include political parties& interest groups& religious organi(ations andgovernmental agencies. *on-profit organi(ations may rely on free modes of persuasion& suchas apulic service announcement.

    http://en.wikipedia.org/wiki/Category:Wikipedia_content_guidelineshttp://en.wikipedia.org/wiki/Wikipedia:Spamhttp://en.wikipedia.org/wiki/Wikipedia:Spamhttp://en.wikipedia.org/wiki/Wikipedia:Advertisementshttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Advertising#cite_note-oxfordjournals1-0%23cite_note-oxfordjournals1-0http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/File:Cocacola-5cents-1900_edit1.jpghttp://en.wikipedia.org/wiki/Category:Wikipedia_content_guidelineshttp://en.wikipedia.org/wiki/Wikipedia:Spamhttp://en.wikipedia.org/wiki/Wikipedia:Advertisementshttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Advertising#cite_note-oxfordjournals1-0%23cite_note-oxfordjournals1-0http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Public_service_announcement
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    !oney spent on advertising has increased in recent years. +n "00,& spending on advertisingwas estimated at more than 10 illion in the /nited tates#"$and 8 illion worldwide$and the latter to e2ceed 30 illion y "010.#citation needed$

    Advertising is communication used to influence individuals to purchase products or services

    or support political candidates or ideas. Advertising can e displaced on illoards&newspapers& 4.5.& wesites& movies and more.

    History

    6do periodadvertising flyer from 1807 for a traditional medicine calledKinseitan

    6gyptians usedpapyrusto ma%e sales messages and wall posters. Commercial messagesandpolitical campaign displays have een found in the ruins of ompeiiand ancientAraia.ostand foundadvertising on papyrus was common in Ancient :reeceand Ancient ;ome. istory tells us that )ut-of->ome advertisingand =illoardsare the oldest forms ofadvertising.

    As the towns and cities of the !iddle Agesegan to grow& and the general populace wasunale to read& signs that today would say coler& miller& tailor or lac%smith would use animage associated with their trade such as a oot& a suit& a hat& a cloc%& a diamond& a horseshoe& a candle or even a ag of flour. Fruits and vegetales were sold in the city square fromthe ac%s of carts and wagons and their proprietors used street callers ?town criers@ toannounce their whereaouts for the convenience of the customers.

    As education ecame an apparent need and reading& as well as printing& developed advertisinge2panded to include handills. +n the 1,th century advertisements started to appear in wee%lynewspapers in 6ngland. 4hese early print advertisements were used mainly to promote oo%s

    and newspapers& which ecame increasingly affordale with advances in theprinting pressand medicines& which were increasingly sought after as disease ravaged 6urope. >owever&

    "

    http://en.wikipedia.org/wiki/Advertising#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Advertising#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Edo_periodhttp://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Advertising#cite_note-Bhatia-3%23cite_note-Bhatia-3http://en.wikipedia.org/wiki/Advertising#cite_note-Bhatia-3%23cite_note-Bhatia-3http://en.wikipedia.org/w/index.php?title=Out-of-Home_advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Middle_Ageshttp://en.wikipedia.org/wiki/Middle_Ageshttp://en.wikipedia.org/wiki/Town_crierhttp://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/File:Edo_period_advertising_in_Japan.jpghttp://en.wikipedia.org/wiki/Advertising#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Advertising#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Edo_periodhttp://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Advertising#cite_note-Bhatia-3%23cite_note-Bhatia-3http://en.wikipedia.org/w/index.php?title=Out-of-Home_advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Middle_Ageshttp://en.wikipedia.org/wiki/Town_crierhttp://en.wikipedia.org/wiki/Printing_press
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    false advertisingand so-called Bquac%B advertisements ecame a prolem& which ushered inthe regulation of advertising content.

    As the economy e2panded during the 19th century& advertising grew alongside. +n the /nitedtates& the success of this advertising format eventually led to the growth of mail-order

    advertising.

    +n une 187& French newspaperLa Pressewas the first to include paid advertising in itspages& allowing it to lower its price& e2tend its readership and increase itsprofitailityand theformula was soon copied y all titles. Around 1830& 5olney almerestalished a predecessorto advertising agencies in =oston.#$Around the same time& in France& Charles-ouis >avase2tended the services of his news agency& >avasto include advertisement ro%erage& ma%ingit the first French group to organi(e. At first& agencies were ro%ers for advertisement space innewspapers.*.

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    popularised& each individual radio program was usually sponsored y a single usiness ine2change for a rief mention of the usinessE name at the eginning and end of the sponsoredshows. >owever& radio station owners soon realised they could earn more money y sellingsponsorship rights in small time allocations to multiple usinesses throughout their radiostationEs roadcasts& rather than selling the sponsorship rights to single usinesses per show.

    A print advertisement for the 191 issue of thenc!clop"dia #ritannica

    4his practice was carried over to television in the late 1930s and early 190s. A fierce attlewas fought etween those see%ing to commercialise the radio and people who argued that theradio spectrum should e considered a part of the commons to e used only non-commercially and for the pulic good. 4he /nited Hingdom pursued a pulic funding modelfor the ==C& originally a private company& the =ritish =roadcasting Company&utincorporated as a pulic ody y ;oyal Charterin 19",. +n Canada& advocates li%e :rahamprywere li%ewise ale to persuade the federal government to adopt a pulic funding model&creating the Canadian =roadcasting Corporation. >owever& in the /nited tates& the capitalistmodel prevailed with the passage of the Communications Act of 193which created theFederal Communications Commission.#,$4o placate the socialists& the /.. Congress didrequire commercial roadcasters to operate in the Bpulic interest& convenience& and

    necessityB.#8$ulic roadcastingnow e2ists in the /nited tates due to the 197, ulic=roadcasting Actwhich led to the ulic =roadcasting erviceand*ational ulic ;adio.

    +n the early 190s& the 'u!ont 4elevision *etwor%egan the modern trend of sellingadvertisement time to multiple sponsors. reviously& 'u!ont had troule finding sponsors formany of their programs and compensated y selling smaller loc%s of advertising time toseveral usinesses. 4his eventually ecame the standard for the commercial televisionindustry in the /nited tates. >owever& it was still a common practice to have single sponsorshows& such as 4he /nited tates teel >our. +n some instances the sponsors e2ercised greatcontrol over the content of the show - up to and including having oneEs advertising agencyactually writing the show. 4he single sponsor model is much less prevalent now& a notalee2ception eing the >allmar% >all of Fame.

    4he 1970s saw advertising transform into a modern approach in which creativity was allowedto shine& producing une2pected messages that made advertisements more tempting toconsumersE eyes. 4he5ol%swagenad campaignIfeaturing such headlines as B4hin% mallBand BemonB ?which were used to descrie the appearance of the car@Iushered in the era ofmodern advertising y promoting a BpositionB or Bunique selling propositionB designed toassociate each rand with a specific idea in the reader or viewerEs mind. 4his period ofAmerican advertising is called the Creative ;evolution and itsarchetypewas

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    4he late 1980s and early 1990s saw the introduction of cale televisionand particularly !45.ioneering the concept of the music video& !45 ushered in a new type of advertisingG theconsumer tunes inforthe advertising message& rather than it eing ay-productorafterthought. As cale and satellite televisionecame increasingly prevalent&specialtychannelsemerged& including channels entirely devoted to advertising& such as J5C&>ome

    hopping *etwor%& andhop45 Canada.

    !ar%eting through the +nternetopened new frontiers for advertisers and contriuted to theBdot-comB oom of the 1990s. 6ntire corporations operated solely on advertising revenue&offering everything from couponsto free +nternet access. At the turn of the "1st century& anumer of wesites including the search engine:oogle& started a change inonline advertising

    y emphasi(ing conte2tually relevant& unotrusive ads intended to help& rather than inundate&users. 4his has led to a plethora of similar efforts and an increasing trend of interactiveadvertising.

    4he share of advertising spending relative to :'has changed little across large changes in

    media. For e2ample& in the /.. in 19"& the main advertising media were newspapers&maga(ines& signs on streetcars& and outdoorposters.Advertising spending as a share of :'was aout ".9 percent. =y 1998& television and radio had ecome maKor advertising media.

    *onetheless& advertising spending as a share of :' was slightly lowerIaout ".3 percent.#9$

    A recent advertising innovation is Bguerrilla mar%etingB& which involve unusual approachessuch as staged encounters in pulic places& giveaways of products such as cars that arecovered with rand messages& and interactive advertising where the viewer can respond to

    ecome part of the advertising message.:uerrilla advertising is ecoming increasing morepopular with a lot of companies. 4his type of advertising is unpredictale and innovative&which causes consumers to uy the product or idea. 4his reflects an increasing trend ofinteractive and BemeddedB ads& such as viaproduct placement& having consumers votethrough te2t messages& and various innovations utili(ing social networ% servicessuch as!ypace.

    Public service advertising

    4he same advertising techniques used to promote commercial goods and services can e usedto inform& educate and motivate the pulic aout non-commercial issues& such as >+5LA+'&

    political ideology& energy conservation and deforestation.

    Advertising& in its non-commercial guise& is a powerful educational tool capale of reachingand motivating large audiences. BAdvertising Kustifies its e2istence when used in the pulicinterest - it is much too powerful a tool to use solely for commercial purposes.B - Attriuted to>oward :ossage y 'avid )gilvy.

    ulic service advertising& non-commercial advertising& pulic interest advertising&causemar%eting& and social mar%etingare different terms for ?or aspects of@ the use of sophisticatedadvertising and mar%eting communications techniques ?generally associated with commercialenterprise@ on ehalf of non-commercial& pulic interest issues and initiatives.

    +n the /nited tates& the granting of television and radio licenses y the FCC is contingent

    upon the station roadcasting a certain amount of pulic service advertising. 4o meet theserequirements& many roadcast stations in America air the ul% of their requiredpulic service

    http://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/MTVhttp://en.wikipedia.org/wiki/Music_videohttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/Satellite_televisionhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Shopping_channelhttp://en.wikipedia.org/wiki/QVChttp://en.wikipedia.org/wiki/QVChttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/ShopTV_Canadahttp://en.wikipedia.org/wiki/ShopTV_Canadahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Dot-com_bubblehttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Gross_domestic_producthttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Tramhttp://en.wikipedia.org/wiki/Posterhttp://en.wikipedia.org/wiki/Posterhttp://en.wikipedia.org/wiki/Advertising#cite_note-8%23cite_note-8http://en.wikipedia.org/wiki/Guerrilla_marketinghttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/MySpacehttp://en.wikipedia.org/wiki/David_Ogilvyhttp://en.wikipedia.org/wiki/Public_service_advertisinghttp://en.wikipedia.org/wiki/Non-commercial_advertisinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/MTVhttp://en.wikipedia.org/wiki/Music_videohttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/Satellite_televisionhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Shopping_channelhttp://en.wikipedia.org/wiki/QVChttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/ShopTV_Canadahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Dot-com_bubblehttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Gross_domestic_producthttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Tramhttp://en.wikipedia.org/wiki/Posterhttp://en.wikipedia.org/wiki/Advertising#cite_note-8%23cite_note-8http://en.wikipedia.org/wiki/Guerrilla_marketinghttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/MySpacehttp://en.wikipedia.org/wiki/David_Ogilvyhttp://en.wikipedia.org/wiki/Public_service_advertisinghttp://en.wikipedia.org/wiki/Non-commercial_advertisinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Public_service_announcement
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    announcementsduring the late night or early morning when the smallest percentage ofviewers are watching& leaving more day and prime time commercial slots availale for high-

    paying advertisers.

    ulic service advertising reached its height during

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    event tic%ets and supermar%et receipts. Any place an BidentifiedB sponsor pays to deliver theirmessage through a medium is advertising.

    Television

    !ain articlesG 4elevision advertisementand !usic in advertising

    4he 45 commercial is generally considered the most effective mass-mar%et advertisingformat& as is reflected y the high prices 45 networ%s charge for commercial airtimeduring

    popular 45 events. 4he annual uper =owlfootallgame in the /nited tates is %nown as themost prominent advertising event on television. 4he average cost of a single thirty-second 45spot during this game has reached / million ?as of "009@.

    4he maKority of television commercials feature a song orKinglethat listeners soon relate to theproduct.

    5irtual advertisements may e inserted into regular television programming through computergraphics. +t is typically inserted into otherwise lan% ac%drops#10$or used to replace local

    illoards that are not relevant to the remote roadcast audience.#11$!ore controversially&virtual illoards may e inserted into the ac%ground#1"$where none e2ist in real-life. 5irtual

    product placement is also possile.#1$#13$

    Infoercials

    !ain articleG +nfomercial

    An infomercialis a long-format television commercial& typically five minutes or longer. 4heword BinfomercialB is a portmanteau of the words BinformationB and BcommercialB. 4he mainoKective in an infomercial is to create an impulse purchase& so that the consumer sees the

    presentation and then immediately uys the product through the advertised toll-free telephonenumeror wesite. +nfomercials descrie& display& and often demonstrate products and theirfeatures& and commonly have testimonials from consumers and industry professionals.

    Radio advertising

    ;adio advertising is a form of advertising via the medium of radio.

    ;adio advertisements are roadcasted as radio waves to the air from a transmitter to anantenna and a thus to a receiving device. Airtime is purchased from a stationor networ%ine2change for airing the commercials.

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    classified advertising& which allows private individuals or companies to purchase a small&narrowly targeted ad for a low fee advertising a product or service.

    !nline advertising

    )nline advertisingis a form ofpromotionthat uses the +nternetand

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    )ne-day& and long-term campaigns

    Conventions

    porting events

    tore openings and similar promotional events

    =ig advertisements from smaller companies

    )thers

    In$store advertising

    +n-store advertising is any advertisement placed in a retail store. +t includes placement of aproduct in visile locations in a store& such as at eye level& at the ends of aisles and nearchec%out counters& eye-catching displays promoting a specific product& and advertisements insuch places as shopping carts and in-store video displays.

    %overt advertising

    !ain articleG roduct placement

    Covert advertising& also %nown as guerrilla advertising& is when a product or rand isemedded in entertainment and media. For e2ample& in a film& the main character can use anitem or other of a definite rand& as in the movie%inorit! $eport& where 4om CruiseEscharacter ohn Anderton owns a phone with the&okialogo clearly written in the top corner&or his watch engraved with the#ulgarilogo. Another e2ample of advertising in film is in',

    $obot& where main character played y

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    #edia and advertising approac&es

    +ncreasingly& other media are overta%ing many of the BtraditionalB media such as television&radio and newspaper ecause of a shift toward consumerEs usage of the +nternet for news andmusic as well as devices li%e digital video recorders?'5;Es@ such as 4i5o.

    Advertising on the

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    particular feature driving moile ads is the "' =arcode& which replaces the need to do anytyping of we addresses& and uses the camera feature of modern phones to gain immediateaccess to we content. 8 percent of apanese moile phone users already are active users of"' arcodes.

    A new form of advertising that is growing rapidly is social networ% advertising. +t is onlineadvertising with a focus on social networ%ing sites. 4his is a relatively immature mar%et& utit has shown a lot of promise as advertisers are ale to ta%e advantage of the demographicinformation the user has provided to the social networ%ing site. Friendertising is a more

    precise advertising term in which people are ale to direct advertisements toward othersdirectly using social networ% service.

    From time to time& 4he C< 4elevision *etwor%airs short programming rea%s calledBContent eral 6ssences& Crest&:uitar >ero ++& Cover:irl& and recently 4oyota.

    ;ecently& there appeared a new promotion concept& BA;vertisingB its supported onAugmented ;ealitytechnology.

    %riticis of advertising

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    Ad creepG B4here are ads in schools& airport lounges& doctors offices& movie theaters&hospitals& gas stations& elevators& convenience stores& on the +nternet& on fruit& on A4!s& ongarage cans and countless other places. 4here are ads on each sand and restroom walls.Q #""$O)ne of the ironies of advertising in our times is that as commercialism increases& it ma%es itthat much more difficult for any particular advertiser to succeed& hence pushing the advertiser

    to even greater efforts.Q#"$

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    +tTs standard usiness management %nowledge that advertising is a pillar& if not OtheQ pillar ofthe growth-orientated free capitalist economy. OAdvertising is part of the one marrow ofcorporate capitalism.Q#"8$OContemporary capitalism could not function and gloal productionnetwor%s could not e2ist as they do without advertising.Q #1$

    For communication scientist and media economist !anfred Hnoche at the /niversity ofal(urg& Austria& advertising isnTt Kust simply a Rnecessary evilT ut a Rnecessary eli2ir oflifeT for the media usiness& the economy and capitalism as a whole. Advertising and massmedia economic interests create ideology. Hnoche descries advertising for products and

    rands as Rthe producerTs weapons in the competition for customersT and trade advertising& e.g. y the automotive industry& as a means to collectively represent their interests against othergroups& such as the train companies. +n his view editorial articles and programmes in themedia& promoting consumption in general& provide a Rcost freeT service to producers andsponsoring for a Rmuch used means of paymentT in advertising. #"9$Christopher ascharguesthat advertising leads to an overall increase inconsumptionin society BAdvertising serves notso much to advertise products as to promote consumption as a way of life.B#0$

    Advertising and constitutional rig&ts

    Advertising is equated with constitutionally guaranteed freedom of opinion and speech.#1$4herefore critici(ing advertising or any attempt to restrict or an advertising is almost alwaysconsidered to e an attac% on fundamental rights ?First Amendmentin the /A@ and meetsthe comined and concentrated resistance of the usiness and especially the advertisingcommunity. OCurrently or in the near future& any numer of cases are and will e wor%ingtheir way through the court system that would see% to prohiit any government regulationof ... commercial speech ?e. g. advertising or food laelling@ on the grounds that such

    regulation would violate citi(ensT and corporationsT First Amendment rights to free speech orfree press.Q#"$An e2ample for this deate is advertising for toacco or alcohol ut alsoadvertising y mail or fliers ?clogged mail o2es@& advertising on the phone& in the internetand advertising for children. 5arious legal restrictions concerning spamming& advertising onmoile phones& addressing children& toacco& alcohol have een introduced y the /& the 6/and various other countries. *ot only the usiness community resists restrictions ofadvertising. Advertising as a means of free e2pression has firmly estalished itself in westernsociety. !cChesney argues& that the government deserves constant vigilance when it comes tosuch regulations& ut that it is certainly not Othe only antidemocratic force in our society....corporations and the wealthy enKoy a power every it as immense as that enKoyed y thelords and royalty of feudal timesQ and Omar%ets are not value-free or neutral they not only

    tend to wor% to the advantage of those with the most money& ut they also y their very natureemphasi(e profit over all elseP.>ence& today the deate is over whether advertising or foodlaelling& or campaign contriutions are speech...if the rights to e protected y the FirstAmendment can only e effectively employed y a fraction of the citi(enry& and their e2erciseof these rights gives them undue political power and undermines the aility of the alance ofthe citi(enry to e2ercise the same rights andLor constitutional rights& then it is not necessarilylegitimately protected y the First Amendment.Q +n addition& Othose with the capacity toengage in free press are in a position to determine who can spea% to the great mass of citi(ensand who cannotQ.#$Critics in turn argue& that advertising invades privacy which is aconstitutional right. For& on the one hand& advertising physically invades privacy& on the other&it increasingly uses relevant& information-ased communication with private data assemled

    without the %nowledge or consent of consumers or target groups.

    1

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    For :eorg Franc% at 5ienna /niversity of 4echnology advertising is part of what he callsOmental capitalismQ$#$ta%ing up a term ?mental@ which has een used y groups concernedwith the mental environment& such as Adusters. Franc% lends the O6conomy of AttentionQwith Christopher aschTs culture of narcissminto the mental capitalismG#7$+n his essayVAdvertising at the 6dge of the ApocalypseO& ut hallywritesG O"0. century advertising is the

    most powerful and sustained system of propaganda in human history and its cumulativecultural effects& unless quic%ly chec%ed& will e responsile for destroying the world as we%now it.#,$

    T&e price of attention and &idden costs

    Advertising has developed into a illion-dollar usiness on which many depend. +n "007 91illion / dollars were spent worldwide for advertising. +n :ermany& for e2ample& theadvertising industry contriutes 1.W of the gross national income the figures for otherdeveloped countries are similar.#citation needed$4hus& advertising and growth are directly andcausally lin%ed. As far as a growth ased economy can e lamed for the harmful human

    lifestyle ?affluent society@ advertising has to e considered in this aspect concerning itsnegative impact& ecause its main purpose is to raise consumption. O4he industry is accusedof eing one of the engines powering a convoluted economic mass production system which

    promotes consumption.Q #8$

    Attention and attentiveness have ecome a new commodity for which a mar%et developed.O4he amount of attention that is asored y the media and redistriuted in the competitionfor quotas and reach is not identical with the amount of attention& that is availale in society.4he total amount circulating in society is made up of the attention e2changed among the

    people themselves and the attention given to media information. )nly the latter is

    homogenised y quantitative measuring and only the latter ta%es on the character of ananonymous currency.Q#3$#$According to Franc%& any surface of presentation that canguarantee a certain degree of attentiveness wor%s as magnet for attention& e. g. media whichare actually meant for information and entertainment& culture and the arts& pulic space etc. +tis this attraction which is sold to the advertising usiness. 4he :erman AdvertisingAssociation stated that in "00, 0.,8 illion 6uros were spent on advertising in :ermany& #9$"7W in newspapers& "1W on television& 1W y mail and 1W in maga(ines. +n "00" therewere 70.000 people employed in the advertising usiness. 4he internet revenues foradvertising douled to almost 1 illion 6uros from "007 to "00,& giving it the highest growthrates.

    piegel-)nline reported that in the /A in "008 for the first time more money was spent foradvertising on internet ?10. illion / dollars@ than on television ?98. illion / [email protected] largest amount in "008 was still spent in the print media ?13, illion / dollars@.#30$Forthat same year&

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    Influencing and conditioning

    Advertising for !c'onaldEs on the 5ia di ropaganda& ;ome& +taly

    4he most important element of advertising is not information ut suggestion more or lessma%ing use of associations& emotions ?appeal to emotion@ and drives dormant in the su-conscience of people& such as se2 drive& herd instinct& of desires& such as happiness& health&

    fitness& appearance& self-esteem& reputation& elonging& social status& identity& adventure&distraction& reward& of fears ?appeal to fear@& such as illness& wea%nesses& loneliness& need&uncertainty& security or of preKudices& learned opinions and comforts. OAll human needs&relationships& and fears the deepest recesses of the human psyche ecome mere means forthe e2pansion of the commodity universe under the force of modern mar%eting.

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    oundaries etween advertising and programming are ecoming lurred. According to themedia firms all this commercial involvement has no influence over actual media content& ut&as !cChesney puts it& Othis claim fails to pass even the most asic giggle test& it is so

    preposterous.Q#3$

    Advertising draws Oheavily on psychological theories aout how to create suKects& enalingadvertising and mar%eting to ta%e on a Rmore clearly psychological tingeT ?!iller and ;ose&199,& cited in 4hrift& 1999& p. 7,@. +ncreasingly& the emphasis in advertising has switchedfrom providing RfactualT information to the symolic connotations of commodities& since thecrucial cultural premise of advertising is that the material oKect eing sold is never in itselfenough. 6ven those commodities providing for the most mundane necessities of daily lifemust e imued with symolic qualities and culturally endowed meanings via the Rmagicsystem ?

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    contentP. +n the usiness press& the media are often referred to in e2actly the way theypresent themselves in their candid momentsG as a ranch of the advertising industry.Q#38$

    +n addition& the private media are increasingly suKect to mergers and concentration withproperty situations often ecoming entangled and opaque. 4his development& which >enry A.

    :irou2 calls an Oongoing threat to democratic cultureQ'$

    y itself should suffice to sound allalarms in a democracy. Five or si2 advertising agencies dominate this 300 illion /.. dollargloal industry.

    Oournalists have long faced pressure to shape stories to suit advertisers and owners P. thevast maKority of 45 station e2ecutives found their news departments RcooperativeT in shapingthe news to assist in Rnon-traditional revenue development.Q#0$*egative and undesiredreporting can e prevented or influenced when advertisers threaten to cancel orders or simplywhen there is a danger of such a cancellation. !edia dependency and such a threat ecomesvery real when there is only one dominant or very few large advertisers. 4he influence ofadvertisers is not only in regard to news or information on their own products or services ut

    e2pands to articles or shows not directly lin%ed to them. +n order to secure their advertisingrevenues the media has to create the est possile Radvertising environmentT. Another

    prolem considered censorship y critics is the refusal of media to accept advertisements thatare not in their interest. A stri%ing e2ample of this is the refusal of 45 stations to roadcastads y Adusters. :roups try to place advertisements and are refused y networ%s. #1$

    +t is principally the viewing rates which decide upon the programme in the private radio andtelevision usiness. O4heir usiness is to asor as much attention as possile. 4he viewingrate measures the attention the media trades for the information offered. 4he service of thisattraction is sold to the advertising usinessQ#$and the viewing rates determine the price thatcan e demanded for advertising.

    OAdvertising companies determining the contents of shows has een part of daily life in the/A since 19. rocter D :amle ?D:@ P. offered a radio station a history-ma%ing trade?today %now as OarteringQ@G the company would produce an own show for OfreeQ and savethe radio station the high e2penses for producing contents. 4herefore the company wouldwant its commercials spread and& of course& its products placed in the show. 4hus& the seriesR!a er%insT was created& which D: s%ilfully used to promote )2ydol& the leadingdetergent rand in those years and the oap operawas orn PQ#"$

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    4he movie system& at one time outside the direct influence of the roader mar%eting system& isnow fully integrated into it through the strategies of licensing& tie-ins and product placements.4he prime function of many >ollywood films today is to aid in the selling of the immensecollection of commodities.#3$4he press called the "00" =ond film R'ie Another 'ayTfeaturing "3 maKor promotional partners an Rad-ventureT and noted that ames =ondOnow has

    een Rlicensed to sellTQ As it has ecome standard practise to place products in motionpictures& it Ohas self-evident implications for what types of films will attract productplacements and what types of films will therefore e more li%ely to get madeQ.#$

    Advertising and information are increasingly hard to distinguish from each other. O4heorders etween advertising and media P. ecome more and more lurredP. elmut4homa Oprivate stations shall not and cannot serve any mission ut only the goal of thecompany which is the Racceptance y the advertising usiness and the viewerT. 4he setting of

    priorities in this order actually says everything aout the Rdesign of the programmesT yprivate television.Q #"$atric% e ay& former managing director of 4F1& a private Frenchtelevision channel with a mar%et share of " to W& saidG B4here are many ways to tal% aouttelevision. =ut from the usiness point of view& letTs e realisticG asically& the Ko of 4F1 is&e. g. to help Coca Cola sell its product. ?P@ For an advertising message to e perceived the

    rain of the viewer must e at our disposal. 4he Ko of our programmes is to ma%e itavailale& that is to say& to distract it& to rela2 it and get it ready etween two messages. +t isdisposale human rain time that we sell to Coca Cola.Q#7$

    =ecause of these dependencies a widespread and fundamental pulic deate aout advertisingand its influence on information and freedom of speech is difficult to otain& at least throughthe usual media channels otherwise these would saw off the ranch they are sitting on. O4henotion that the commercial asis of media& Kournalism& and communication could havetrouling implications for democracy is e2cluded from the range of legitimate deateQ Kust asOcapitalism is off-limits as a topic of legitimate deate in /.. political cultureQ.#,$

    An early critic of the structural asis of /.. Kournalism was /pton inclairwith his novel4he =rass Chec%in which he stresses the influence of owners& advertisers& pulic relations&and economic interests on the media. +n his oo% O)ur !asterEs 5oice AdvertisingQ thesocial ecologist ames ;orty?189019,@ wroteG B4he gargoyleTs mouth is a loudspea%er&

    powered y the vested interest of a two-illion dollar industry& and ac% of that the vested

    interests of usiness as a whole& of industry& of finance. +t is never silent& it drowns out allother voices& and it suffers no reu%e& for it is not the voice of America[ 4hat is its claim andto some e2tent it is a Kust claim...Q #8$

    +t has taught us how to live& what to e afraid of& what to e proud of& how to e eautiful&how to e loved& how to e envied& how to e successful.. +s it any wonder that the American

    population tends increasingly to spea%& thin%& feel in terms of this Kaerwoc%y[ 4hat thestimuli of art& science& religion are progressively e2pelled to the periphery of American life to

    ecome marginal values& cultivated y marginal people on marginal time[B#9$

    T&e coercialisation of culture and sports

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    erformances& e2hiitions& shows& concerts& conventions and most other events can hardlyta%e place without sponsoring. 4he increasing lac% arts and culture they uy the service ofattraction. Artists are graded and paid according to their artTs value for commercial purposes.Corporations promote renown artists& therefore getting e2clusive rights in gloal advertisingcampaigns. =roadway shows& li%e Ra =oh\meT featured commercial props in its set.#70$

    Advertising itself is e2tensively considered to e a contriution to culture. Advertising isintegrated into fashion. )n many pieces of clothing the company logois the only design or isan important part of it. 4here is only little room left outside the consumption economy& inwhich culture and art can develop independently and where alternative values can ee2pressed. A last important sphere& the universities& is under strong pressure to open up for

    usiness and its interests.#71$

    +nflatale illoard in front of a sports stadium

    Competitive sports have ecome unthin%ale without sponsoring and there is a mutualdependency. >igh income with advertising is only possile with a comparale numer ofspectators or viewers. )n the other hand& the poor performance of a team or a sportsmanresults in less advertising revenues. Urgen >Uther and >ans-]rg tiehler tal% aout a

    RportsL!edia Comple2 which is a complicated mi2 of media& agencies& managers& sportspromoters& advertising etc. with partially common and partially diverging interests ut in anycase with common commercial interests. 4he media presumaly is at centre stage ecause itcan supply the other parties involved with a rare commodity& namely ?potential@ pulicattention. +n sports Othe media are ale to generate enormous sales in oth circulation andadvertising.Q#7"$

    Oports sponsorship is ac%nowledged y the toacco industry to e valuale advertising. A4oacco +ndustry Kournal in 1993 descried the Formula )ne car as R4he most powerfuladvertising space in the worldT. P. +n a cohort study carried out in "" secondary schools in6ngland in 1993 and 199 oys whose favourite television sport was motor racing had a1".8W ris% of ecoming regular smo%ers compared to ,.0W of oys who did not follow motorracing.Q#7$

    *ot the sale of tic%ets ut transmission rights& sponsoring and merchandising in the meantimema%e up the largest part of sports associationTs and sports cluTs revenues with the +)C?+nternational )lympic Committee@ ta%ing the lead. 4he influence of the media rought manychanges in sports including the admittance of new Rtrend sportsT into the )lympic :ames&thealteration of competition distances& changes of rules& animation of spectators& changes ofsports facilities& the cult of sports heroes who quic%ly estalish themselves in the advertisingand entertaining usiness ecause of their media value#73$and last ut not least& the naming

    and renaming of sport stadiums after ig companies. O+n sports adKustment into the logic ofthe media can contriute to the erosion of values such as equal chances or fairness& to

    19

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    e2cessive demands on athletes through pulic pressure and multiple e2ploitation or to deceit?doping& manipulation of results P@. +t is in the very interest of the media and sports tocounter this danger ecause media sports can only wor% as long as sport e2ists. #73$

    !ccupation and coercialisation of public space

    6very visually perceptile place has potential for advertising. 6specially uran areas withtheir structures ut also landscapes in sight of through fares are more and more turning intomedia for advertisements. igns& posters& illoards& flags have ecome decisive factors in theuran appearance and their numers are still on the increase. O)utdoor advertising has

    ecome unavoidale. 4raditional illoards and transit shelters have cleared the way for morepervasive methods such as wrapped vehicles& sides of uildings& electronic signs& %ios%s&ta2is& posters& sides of uses& and more. 'igital technologies are used on uildings to sportRuran wall displaysT. +n uran areas commercial content is placed in our sight and into our

    consciousness every moment we are in pulic space. 4he :erman *ewspaper RSeitT called it anew %ind of Rdictatorship that one cannot escapeT. #"1$)ver time& this domination of thesurroundings has ecome the OnaturalQ state. 4hrough long-term commercial saturation& it has

    ecome implicitly understood y the pulic that advertising has the right to own& occupy andcontrol every inch of availale space. 4he steady normali(ation of invasive advertising dullsthe pulicTs perception of their surroundings& re-enforcing a general attitude of powerlessnesstoward creativity and change& thus a cycle develops enaling advertisers to slowly andconsistently increase the saturation of advertising with little or no pulic outcry.Q #7$

    4he massive optical orientation toward advertising changes the function of pulic spaces

    which are utilised y rands. /ran landmar%s are turned into trademar%s. 4he highestpressure is e2erted on renown and highly frequented pulic spaces which are also importantfor the identity of a city ?e. g. iccadilly Circus&4imes quare&Ale2anderplat(@. /ran spacesare pulic commodities and in this capacity they are suKect to Oaesthetical environment

    protectionQ& mainly through uilding regulations& heritage protection and landscapeprotection. O+t is in this capacity that these spaces are now eing privatised. 4hey are pepperedwith illoards and signs& they are remodelled into media for advertising.Q #3$#$

    Socio$cultural aspects( se)is* discriination and stereotyping

    OAdvertising has an Oagenda setting functionQ which is the aility& with huge sums of money&

    to put consumption as the only item on the agenda. +n the attle for a share of the pulicconscience this amounts to non-treatment ?ignorance@ of whatever is not commercial andwhatever is not advertised for. Advertising should e reflection of society norms and giveclear picture of target mar%et. pheres without commerce and advertising serving the musesand rela2ation remain without respect.#neutralit! disputed$

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    ?see !H/4;A@. 4he idea of the C+A-sponsored BdepatterningB e2periments was to outfitconscious& unconscious or semiconscious suKects with headphones& and flood their rainswith thousands of repetitive BdrivingB messages that would alter their ehaviour overtimeP.Advertising aims to do the same thing.B#"$Advertising is especially aimed at young

    people and children and it increasingly reduces young people to consumers.#39$For ut hally

    it is not Osurprising that something this central and with so much eing e2pended on it shouldecome an important presence in social life. +ndeed& commercial interests intent onma2imi(ing the consumption of the immense collection of commodities have coloni(ed moreand more of the spaces of our culture. For instance& almost the entire media system ?televisionand print@ has een developed as a delivery system for mar%eters its prime function is to

    produce audiences for sale to advertisers. =oth the advertisements it carries& as well as theeditorial matter that acts as a support for it& celerate the consumer society. 4he moviesystem& at one time outside the direct influence of the roader mar%eting system& is now fullyintegrated into it through the strategies of licensing& tie-ins and product placements. 4he primefunction of many >ollywood films today is to aid in the selling of the immense collection ofcommodities. As pulic funds are drained from the non-commercial cultural sector& art

    galleries& museums and symphonies id for corporate sponsorship.Q#3$+n the same wayeffected is the education system and advertising is increasingly penetrating schools anduniversities. Cities& such as *ew Yor%& accept sponsors for pulic playgrounds. O6ven the

    pope has een commerciali(ed P 4he popeTs 3-day visit to !e2ico in P1999 was sponsoredy Frito-ay and epsiCo.#78$4he industry is accused of eing one of the engines powering aconvoluted economic mass production system which promotes consumption. As far as socialeffects are concerned it does not matter whether advertising fuels consumption ut whichvalues& patterns of ehaviour and assignments of meaning it propagates. Advertising isaccused of hiKac%ing the language and means of pop culture& of protest movements and evenof suversive criticism and does not shy away from scandali(ing and rea%ing taoos ?e. g.=enneton@. 4his in turn incites counter action& what Halle asn in "001 called RTamming theam of the ammersTT. Anything goes. O+t is a central social-scientific question what peoplecan e made to do y suitale design of conditions and of great practical importance. Fore2ample& from a great numer of e2perimental psychological e2periments it can e assumed&that people can e made to do anything they are capale of& when the according socialcondition can e created.Q#79$

    Advertising often uses stereotype gender specific roles of men and women reinforcinge2isting clichXsand it has een critici(ed as Oinadvertently or even intentionally promotingse2ism& racism& and ageismP At very least& advertising often reinforces stereotypes ydrawing on recogni(ale BtypesB in order to tell stories in a single image or 0 second time

    frame.Q

    #8$

    Activities are depicted as typical male or female ?stereotyping@. +n addition peopleare reduced to their se2uality or equated with commodities and gender specific qualities aree2aggerated. e2uali(ed female odies& ut increasingly also males& serve as eye-catchers. +nadvertising it is usually a woman eing depicted as

    servants of men and children that react to the demands and complaints of their loved

    ones with a ad conscience and the promise for immediate improvement ?wash& food@ a se2ual or emotional play toy for the self-affirmation of men

    a technically totally clueless eing that can only manage a childproof operation

    female e2pert& ut stereotype from the fields of fashion& cosmetics& food or at the most&

    medicine

    as ultra thin& slim& and very s%inny.

    "1

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    doing ground-wor% for others& e. g. serving coffee while a Kournalist interviews apolitician#,0$

    A large portion of advertising deals with promotion of products that pertain to the Bideal odyimage.B 4his is mainly targeted toward women& and& in the past& this type of advertising was

    aimed nearly e2clusively at women.

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    1. rimary urchasers ?".9 illion annually@". Future Consumers ?=rand-loyal adults@. urchase +nfluencers ?"0 illion annually@

    Hids will carry forward rand e2pectations& whether positive& negative or indifferent Hids are

    already accustomed to eing catered to as consumers. 4he long term pri(eG oyalty of the %idtranslates into a rand loyal adult customerQ #,7$

    4he average Canadian child sees 0&000 45 commercials efore graduating from highschool& spends nearly as much time watching 45 as attending classes. +n 1980 the Canadian

    province of JuXec anned advertising for children under age 1.#,,$O+n upholding theconsititutional validity of the Jueec Consumer rotection Actrestrictions on advertising tochildren under age 1 ?in the case of a challenge y a toy company@ the Court heldGR...advertising directed at young children is per se manipulative. uch advertising aims to

    promote products y convincing those who will always elieve.TQ#,8$*orway ?ads directed atchildren under age 1"@& and weden ?television ads aimed at children under age 1"@ also have

    legislated road ans on advertising to children& during child programmes any %ind ofadvertising is foridden in weden& 'enmar%& Austria and Flemish =elgium. +n :reece thereis no advertising for %ids products from , to "" h. An attempt to restrict advertising directed atchildren in the /A failed with reference to the First Amendment. +n pain ans are alsoconsidered undemocratic.#,9$#80$

    !pposition and capaigns against advertising

    =illoard in und& weden& saying B)ne *ight tand[B ?"00@

    According to critics& the total commerciali(ation of all fields of society& the privati(ation ofpulic space& the acceleration of consumption and waste of resources including the negativeinfluence on lifestyles and on the environment has not een noticed to the necessary e2tent.4he Ohyper-commerciali(ation of the culture is recogni(ed and roundly detested y theciti(enry& although the topic scarcely receives a whiff of attention in the media or politicalcultureQ.#81$O4he greatest damage done y advertising is precisely that it incessantly

    demonstrates the prostitution of men and women who lend their intellects& their voices& theirartistic s%ills to purposes in which they themselves do not elieve& and P. that it helps toshatter and ultimately destroy our most precious non-material possessionsG the confidence in

    "

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    the e2istence of meaningful purposes of human activity and respect for the integrity ofman.Q#8"$O4he struggle against advertising is therefore essential if we are to overcome the

    pervasive alienation from all genuine human needs that currently plays such a corrosive rolein our society. =ut in resisting this type of hyper-commercialism we should not e under anyillusions. Advertising may seem at times to e an almost trivial of omnipresent aspect of our

    economic system. Yet& as economist A. C. igou pointed out& it could only e RremovedaltogetherT if Rconditions of monopolistic competitionT inherent to corporate capitalism wereremoved. 4o resist it is to resist the inner logic of capitalism itself& of which it is the puree2pression.Q#8$

    O5isual pollution& much of it in the form of advertising& is an issue in all the worldEs largecities. =ut what is pollution to some is a virant part of a cityEs faric to others. *ew Yor%City without 4imes quareEs huge digital illoards or 4o%yo without the :in(aEs commercial

    panorama is unthin%ale. iccadilly Circus would e Kust a ondon roundaout without itssignage. till& other cities& li%e !oscow& have reached their limit and have egun to crac%down on over-the-top outdoor advertising.Q#83$O!any communities have chosen to regulate

    illoards to protect and enhance their scenic character. 4he following is y no means acomplete list of such communities& ut it does give a good idea of the geographic diversity ofcities& counties and states that prohiit new construction of illoards. cenic Americaestimates the nationwide total of cities and communities prohiiting the construction of new

    illoards to e at least 100. A numer of tates in the /A prohiit all illoardsG

    5ermont - ;emoved all illoards in 19,0s

    >awaii - ;emoved all illoards in 19"0s

    !aine - ;emoved all illoards in 19,0s and early 80s

    Alas%a - tate referendum passed in 1998 prohiits illoards #8$

    Almost two years ago the city of ^o aulo& =ra(il& ordered the downsi(ing or removal

    of all illoards and most other forms of commercial advertising in the city.Q #87$

    4echnical appliances& such as pam filters& 45-Sappers& Ad-=loc%ers for 45Ts and stic%erson mail o2esG O*o AdvertisingQ and an increasing numer of court cases indicate a growinginterest of people to restrict or rid themselves of unwelcome advertising.

    Consumer protection associations& environment protection groups& gloali(ation opponents&consumption critics& sociologists& media critics& scientists and many others deal with thenegative aspects of advertising. OAntipuQ in France& OsuvertisingQ& culture Kammingandadustinghave ecome estalished terms in the anti-advertising community. )n the

    international level gloali(ation criticssuch as*aomi Hleinand*oam Choms%yare alsorenown media and advertising critics. 4hese groups critici(e the complete occupation of

    pulic spaces& surfaces& the airwaves& the media& schools etc. and the constant e2posure ofalmost all senses to advertising messages& the invasion of privacy& and that only fewconsumers are aware that they themselves are earing the costs for this to the very last penny.ome of these groups& such as the R4he =illoard ieration Front Creative :roupT in anFranciscoor Adustersin 5ancouver& Canada& have manifestos.#8,$:rassroots organi(ationscampaign against advertising or certain aspects of it in various forms and strategies and quiteoften have different roots. Adusters& for e2ample contests and challenges the intendedmeanings of advertising y suverting them and creating unintended meanings instead. )thergroups& li%e R+llegal igns CanadaT try to stem the flood of illoards y detecting and

    reporting ones that have een put up without permit.#88$62amples for various groups andorgani(ations in different countries are REassociation ;Xsistance _ lEAgression ulicitaireT #89$

    "3

    http://en.wikipedia.org/wiki/Advertising#cite_note-81%23cite_note-81http://en.wikipedia.org/wiki/Advertising#cite_note-82%23cite_note-82http://en.wikipedia.org/wiki/Advertising#cite_note-83%23cite_note-83http://en.wikipedia.org/wiki/Advertising#cite_note-84%23cite_note-84http://en.wikipedia.org/wiki/Advertising#cite_note-84%23cite_note-84http://en.wikipedia.org/wiki/Advertising#cite_note-85%23cite_note-85http://en.wikipedia.org/wiki/Advertising#cite_note-85%23cite_note-85http://en.wikipedia.org/wiki/Subvertisinghttp://en.wikipedia.org/wiki/Culture_jamminghttp://en.wikipedia.org/wiki/Adbustinghttp://en.wikipedia.org/wiki/Anti-globalizationhttp://en.wikipedia.org/wiki/Naomi_Kleinhttp://en.wikipedia.org/wiki/Naomi_Kleinhttp://en.wikipedia.org/wiki/Noam_Chomskyhttp://en.wikipedia.org/wiki/Noam_Chomskyhttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/Adbustershttp://en.wikipedia.org/wiki/Vancouverhttp://en.wikipedia.org/wiki/Advertising#cite_note-86%23cite_note-86http://en.wikipedia.org/wiki/Advertising#cite_note-87%23cite_note-87http://en.wikipedia.org/wiki/Advertising#cite_note-87%23cite_note-87http://en.wikipedia.org/wiki/Advertising#cite_note-88%23cite_note-88http://en.wikipedia.org/wiki/Advertising#cite_note-81%23cite_note-81http://en.wikipedia.org/wiki/Advertising#cite_note-82%23cite_note-82http://en.wikipedia.org/wiki/Advertising#cite_note-83%23cite_note-83http://en.wikipedia.org/wiki/Advertising#cite_note-84%23cite_note-84http://en.wikipedia.org/wiki/Advertising#cite_note-85%23cite_note-85http://en.wikipedia.org/wiki/Subvertisinghttp://en.wikipedia.org/wiki/Culture_jamminghttp://en.wikipedia.org/wiki/Adbustinghttp://en.wikipedia.org/wiki/Anti-globalizationhttp://en.wikipedia.org/wiki/Naomi_Kleinhttp://en.wikipedia.org/wiki/Noam_Chomskyhttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/Adbustershttp://en.wikipedia.org/wiki/Vancouverhttp://en.wikipedia.org/wiki/Advertising#cite_note-86%23cite_note-86http://en.wikipedia.org/wiki/Advertising#cite_note-87%23cite_note-87http://en.wikipedia.org/wiki/Advertising#cite_note-88%23cite_note-88
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    in France& where also media critic ean =audrillardis a renown author.#90$4he RAntiAdvertising AgencyT wor%s with parody and humour to raise awareness aout advertising. #91$and RCommercial AlertT campaigns for the protection of children& family values& community&environmental integrity and democracy.#9"$!edia literacyorganisations aim at training

    people& especially children in the wor%ings of the media and advertising in their programmes.

    +n the /. .& for e2ample& the R!edia 6ducation FoundationT produces and distriutesdocumentary films and other educational resources.#9$R!edia

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    ulic interest groups suggest that Oaccess to the mental space targeted y advertisers shoulde ta2ed& in that at the present moment that space is eing freely ta%en advantage of yadvertisers with no compensation paid to the memers of the pulic who are thus eingintruded upon. 4his %ind of ta2 would e a igovian ta2in that it would act to reduce what isnow increasingly seen as a pulic nuisance. 6fforts to that end are gathering more momentum&

    with Ar%ansas and !aine considering ills to implement such a ta2ation. Florida enacted sucha ta2 in 198, ut was forced to repeal it after si2 months& as a result of a concerted effort ynational commercial interests& which withdrew planned conventions& causing maKor losses tothe tourism industry& and cancelled advertising& causing a loss of 1" million dollars to the

    roadcast industry aloneQ.#8$

    +n the /. .& for e2ample& advertising is ta2 deductile and suggestions for possile limits tothe advertising ta2 deduction are met with fierce opposition from the usiness sector& not tomention suggestions for a special ta2ation. +n other countries& advertising at least is ta2ed inthe same manner services are ta2ed and in some advertising is suKect to special ta2ationalthough on a very low level. +n many cases the ta2ation refers especially to media with

    advertising ?e. g. Austria& +taly& :reece& *etherlands& 4ur%ey&6stonia@. 4a2 on advertising in6uropean countriesG#99$

    =elgiumG Advertising or illoard ta2 ?ta2e dEaffichage or aanpla%%ingsta%s@ on pulic

    posters depending on si(e and %ind of paper as well as on neon signs FranceG 4a2 on television commercials ?ta2e sur la pulicitX tXlXvisXe@ ased on the

    cost of the advertising unit +talyG !unicipal ta2 on acoustic and visual %inds of advertisements within the

    municipality ?imposta communale sulla pulicit_@ and municipal ta2 on signs& postersand other %inds of advertisements ?diritti sulle puliche offisioni@& the tariffs of whichare under the Kurisdiction of the municipalities

    *etherlandsG Advertising ta2 ?reclameelastingen@ with varying tariffs on certain

    advertising measures ?e2cluding ads in newspapers and maga(ines@ which can elevied y municipalities depending on the %ind of advertising ?illoards& neon signsetc.@

    AustriaG !unicipal announcement levies on advertising through writing& pictures or

    lights in pulic areas or pulicly accessile areas with varying tariffs depending on thefee& the surface or the duration of the advertising measure as well as advertising tariffson paid ads in printed media of usually 10W of the fee.

    wedenG Advertising ta2 ?re%lams%att@ on ads and other %inds of advertising

    ?illoards& film& television& advertising at fairs and e2hiitions& flyers@ in the range of

    3W for ads in newspapers and 11W in all other cases. +n the case of flyers the tariffsare ased on the production costs& else on the fee

    painG !unicipalities can ta2 advertising measures in their territory with a rather

    unimportant ta2es and fees of various %inds.

    +n his oo% O

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    !ain articleG Advertising regulation

    +n the / many communities elieve that many forms of outdoor advertising light the pulicrealm.#101$As long ago as the 1970s in the / there were attempts to an illoard advertisingin the open countryside.#10"$Cities such as ^o aulohave introduced an outright an#10$with

    ondonalso having specific legislation to control unlawful displays.

    4here have een increasing efforts to protect the pulic interest y regulating the content andthe influence of advertising. ome e2amples areG the an on television toacco advertisingimposed in many countries& and the total an of advertising to children under 1" imposed ythe wedish government in 1991. 4hough that regulation continues in effect for roadcastsoriginating within the country& it has een wea%ened y the 6uropean Court of ustice& whichhad found that weden was oliged to accept foreign programming& including those fromneighoring countries or via satellite.

    +n 6urope and elsewhere& there is a vigorous deate on whether ?or how much@ advertising to

    children should e regulated. 4his deate was e2acerated y a report released y the HaiserFamily Foundationin Feruary "003 which suggested fast food advertisingthat targetschildren was an important factor in the epidemic of childhood oesityin the /nited tates.

    +n *ew Sealand& outh Africa& Canada& and many 6uropean countries& the advertisingindustry operates a system of self-regulation. Advertisers& advertising agencies and the mediaagree on a code of advertising standards that they attempt to uphold. 4he general aim of suchcodes is to ensure that any advertising is Elegal& decent& honest and truthfulE. ome self-regulatory organi(ations are funded y the industry& ut remain independent& with the intent ofupholding the standards or codes li%e the Advertising tandards Authorityin the /H.

    +n the /H most forms of outdoor advertising such as the display of illoards is regulated ythe /H 4own and County lanning system. Currently the display of an advertisement withoutconsent from the lanning Authority is a criminal offense liale to a fine of `"&00 peroffence. All of the maKor outdoor illoard companies in the /H have convictions of thisnature.

    *aturally& many advertisers view governmental regulation or even self-regulation as intrusionof their freedom of speech or a necessary evil. 4herefore& they employ a wide-variety oflinguistic devices to ypass regulatory laws ?e.g. printing 6nglish words in old and Frenchtranslations in fine print to deal with the Article 1"0 of the 1993 4ouon awlimiting the use

    of 6nglish in French advertising@.#103$

    4he advertisement of controversial products such ascigarettes and condoms is suKect to government regulation in many countries. For instance&the toacco industry is required y law in most countries to display warnings cautioningconsumers aout the health ha(ards of their products. inguistic variation is often used yadvertisers as a creative device to reduce the impact of such requirements.

    +uture

    Global advertising

    Advertising has gone through five maKor stages of developmentG domestic& e2port&international& multi-national& and gloal. For gloal advertisers& there are four& potentially

    ",

    http://en.wikipedia.org/wiki/Advertising_regulationhttp://en.wikipedia.org/wiki/Advertising#cite_note-100%23cite_note-100http://en.wikipedia.org/wiki/Advertising#cite_note-101%23cite_note-101http://en.wikipedia.org/wiki/S%C3%A3o_Paulohttp://en.wikipedia.org/wiki/Advertising#cite_note-102%23cite_note-102http://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/European_Court_of_Justicehttp://en.wikipedia.org/wiki/Kaiser_Family_Foundationhttp://en.wikipedia.org/wiki/Kaiser_Family_Foundationhttp://en.wikipedia.org/wiki/Fast_food_advertisinghttp://en.wikipedia.org/wiki/Childhood_obesityhttp://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom)http://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom)http://en.wikipedia.org/wiki/Toubon_Lawhttp://en.wikipedia.org/wiki/Advertising#cite_note-103%23cite_note-103http://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Advertising_regulationhttp://en.wikipedia.org/wiki/Advertising#cite_note-100%23cite_note-100http://en.wikipedia.org/wiki/Advertising#cite_note-101%23cite_note-101http://en.wikipedia.org/wiki/S%C3%A3o_Paulohttp://en.wikipedia.org/wiki/Advertising#cite_note-102%23cite_note-102http://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/European_Court_of_Justicehttp://en.wikipedia.org/wiki/Kaiser_Family_Foundationhttp://en.wikipedia.org/wiki/Kaiser_Family_Foundationhttp://en.wikipedia.org/wiki/Fast_food_advertisinghttp://en.wikipedia.org/wiki/Childhood_obesityhttp://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom)http://en.wikipedia.org/wiki/Toubon_Lawhttp://en.wikipedia.org/wiki/Advertising#cite_note-103%23cite_note-103http://en.wikipedia.org/wiki/Global_marketing
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    competing& usiness oKectives that must e alanced when developing worldwideadvertisingG uilding a rand while spea%ing with one voice& developing economies of scale inthe creative process& ma2imising local effectiveness of ads& and increasing the companyTsspeed of implementation. =orn from the evolutionary stages of gloal mar%eting are the three

    primary and fundamentally different approaches to the development of gloal advertising

    e2ecutionsG e2porting e2ecutions& producing local e2ecutions& and importing ideas that travel.#10$

    Advertising research is %ey to determining the success of an ad in any country or region. 4heaility to identify which elements andLor moments of an ad that contriutes to its success ishow economies of scale are ma2imised. )nce one %nows what wor%s in an ad& that idea orideas can e imported y any other mar%et. !ar%et researchmeasures& such asFlow ofAttention&Flow of 6motionandranding momentsprovide insight into what is wor%ing in anad in any country or region ecause the measures are ased on the visual& not veral& elementsof the ad.#107$

    Trends

    owever& the fact that these sets are sold& means the company

    will receive additional profits from the sales of these sets. 4o counter this effect& manyadvertisers have opted for product placement on 45 shows li%e urvivor.

    articularly since the rise of BentertainingB advertising& some people may li%e anadvertisement enough to wish to watch it later or show a friend. +n general& the advertisingcommunity has not yet made this easy& although some have used the +nternet to widelydistriute their ads to anyone willing to see or hear them.

    Another significant trend regarding future of advertising is the growing importance of theniche mar%etusing niche or targeted ads. Also rought aout y the +nternet and the theory of4he ong 4ail& advertisers will have an increasing aility to reach specific audiences. +n the

    past& the most efficient way to deliver a message was to lan%et the largest mass mar%etaudience possile. >owever& usage trac%ing& customer profiles and the growing popularity ofniche content rought aout y everything fromlogsto social networ%ing sites& provideadvertisers with audiences that are smaller ut much etter defined& leading to ads that aremore relevant to viewers and more effective for companiesE mar%eting products. Amongothers& Comcast potlightis one such advertiser employing this method in their video ondemandmenus. 4hese advertisements are targeted to a specific group and can e viewed yanyone wishing to find out more aout a particular usiness or practice at any time& right fromtheir home. 4his causes the viewer to ecome proactive and actually choose whatadvertisements they want to view.#10,$

    +n the realm of advertising agencies& continued industry diversification has seen oserversnote that Oig gloal clients donEt need ig gloal agencies any moreQ. #108$4his trend is

    "8

    http://en.wikipedia.org/wiki/Advertising#cite_note-104%23cite_note-104http://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_momenthttp://en.wikipedia.org/wiki/Advertising#cite_note-105%23cite_note-105http://en.wikipedia.org/wiki/Adobe_Flashhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Advergaminghttp://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/Box_sethttp://en.wikipedia.org/wiki/Television_programhttp://en.wikipedia.org/wiki/Television_programhttp://en.wikipedia.org/wiki/Survivor_(TV_series)http://en.wikipedia.org/wiki/Survivor_(TV_series)http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising#cite_note-106%23cite_note-106http://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Advertising#cite_note-107%23cite_note-107http://en.wikipedia.org/wiki/Advertising#cite_note-104%23cite_note-104http://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_momenthttp://en.wikipedia.org/wiki/Advertising#cite_note-105%23cite_note-105http://en.wikipedia.org/wiki/Adobe_Flashhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Advergaminghttp://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/Box_sethttp://en.wikipedia.org/wiki/Television_programhttp://en.wikipedia.org/wiki/Survivor_(TV_series)http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising#cite_note-106%23cite_note-106http://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Advertising#cite_note-107%23cite_note-107
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    reflected y the growth of non-traditional agencies in various gloal mar%ets& such asCanadian usiness 4AM+and !A;4in Australia and has een referred to as Ba revolutionin the ad worldB.#109$

    +n freelanceadvertising& companies hold pulic competitions to create ads for their product&

    the est one of which is chosen for widespread distriution with a pri(e given to thewinner?s@. 'uring the "00, uper =owl& epsiCoheld such a contest for the creation of a 0-second television ad for the 'oritosrand of chips& offering a cash pri(e to the winner.Chevroletheld a similar competition for their 4ahoe line of /5s. 4his type of advertising&however& is still in its infancy. +t may ultimately decrease the importance of advertisingagencies y creating a niche for independent freelancers.#citation needed$

    Advertising educationhas ecome widely popular with achelor& master and doctoratedegrees ecoming availale in the emphasis. A surge in advertising interest is typicallyattriuted to the strong relationship advertising plays in cultural and technological changes&such as the advance of online social networ%ing. A unique model for teaching advertising is

    the student-run advertising agency& where advertising students create campaigns for realcompanies.#110$)rgani(ations such as American Advertising Federationand Ad/ *etwor%

    partner estalished companies with students to create these campaigns.

    Advertising researc&

    !ain articleG Advertising research

    Advertising research is a speciali(ed form of research that wor%s to improve the effectivenessand efficiency of advertising. +t entails numerous forms of research which employ different

    methodologies. Advertising research includes pre-testing ?also %nown ascopy testing@ andpost-testing of ads andLor campaignsIpre-testing is done efore an ad airs to gauge how wellit will perform and post-testing is done after an ad airs to determine the in-mar%et impact ofthe ad or campaign on the consumer. Continuous ad trac%ingand the Communicusystem arecompeting e2amples of post-testing advertising research types.

    http://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Advertising#cite_note-108%23cite_note-108http://en.wikipedia.org/wiki/Freelancerhttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Doritoshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Advertising_educationhttp://en.wikipedia.org/wiki/Student-run_advertising_agencyhttp://en.wikipedia.org/wiki/Advertising#cite_note-109%23cite_note-109http://en.wikipedia.org/wiki/American_Advertising_Federationhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Ad_trackinghttp://en.wikipedia.org/wiki/Communicushttp://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Advertising#cite_note-108%23cite_note-108http://en.wikipedia.org/wiki/Freelancerhttp://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/Doritoshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Advertising_educationhttp://en.wikipedia.org/wiki/Student-run_advertising_agencyhttp://en.wikipedia.org/wiki/Advertising#cite_note-109%23cite_note-109http://en.wikipedia.org/wiki/American_Advertising_Federationhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Copy_testinghttp://en.wikipedia.org/wiki/Ad_trackinghttp://en.wikipedia.org/wiki/Communicus